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CHANNEL
DECISIONS
1
Marketing channel
Performs
the work of moving goods
from producers to consumers
It overcomes the time, place and
possession gaps that separate goods
and services from those who need or
want them
2
Marketing channel
Merchants
-buy, t

MANAGING
PRODUCT LINES,
BRANDS AND
PACKAGING
MARKETING MANAGEMENT AT BANZON
1
What is a product?
anything that can be offered to a market
to satisfy a want or need
It includes:
Physical goods
Services
Events
Persons
Places
Organizations
Ideas
MARK

Managing
Service Businesses
Service
Any
act or performance that one
party can offer to another that is
essentially intangible and does not
result in the ownership of anything.
Its production may or may not be
tied to a physical product.
MARKETING MANAGE

Marketing Management AT BANZON
1
Business vs. Consumer Markets
Fewer, larger buyers
The Goodyear Tire Company and
other automotive part suppliers
depend on contracts from just a
handful of major automakers.
Marketing Management AT BANZON
2
Business vs. C

ANALYZING INDUSTRIES
AND COMPETITORS
Induce your competitors not to invest in
those products, markets and services
where you expect to invest the most
that is the fundamental rule of strategy.
Bruce Henderson, Founder of BCG
There is nothing more exhilar